William Goldberg was a fanatic collector, designer and trader of some of the world's largest diamonds; the Ashoka diamond. It was a revolutionary design that he created to make the diamond look larger, more fantastic and sparkly. It all had to do with the cut of the stone. Since William's passing in 2006, there is a huge celebration in New York for the diamond industry as they pay tribute to a revolutionary jeweler. This year for Father's Day, William Goldberg was immortalized with the renaming of a street in his honor; 48th Street between Fifth and Madison is now going to be called William Goldberg Way.

Goldberg's daughter, Eve, states that he was more than just a business partner or co-worker for many; he was more like a father to the diamond industry. Eve is the vice president of sales and marketing for the Ashoka Diamond Corporation. She goes on to say that her father was an incredible teacher for many people and she feels that he would be proud of all the work they have done and the positive changes that have been made with the company and the diamond industry in general.

Saul, Goldberg's son and the president of the company says "My father taught us the importance of integrity, honesty and how essential it was to love what we do. His passion and charisma was infectious. This memorial to my father is such a tribute to his life." Joining the family for the dedication of the street was Senator Charles Schumer, a close family friend. The street sign being put up will sit just below the corporate offices of the William Goldberg Company, where the late William Goldberg spent countless hours building his company into a prestigious diamond house where one of the finest diamonds, the Ashoka cut diamond was created.

Goldberg spent his life working toward a better future for his family. His daughter Deborah worked by his side for more than 20 years and now his wife Lili and son-in-law Barry Berg now run the company. Being a philanthropist, William spent many years trying to clean up 47th Street and making it a safer place for businesses. He also helped raise funds for the United Jewish Appeal, The Gesher Foundation, Yeshiva University, and the American Society of Yad Vashem.

People that had the privilege of working with William say that he was one of the nicest people that anyone would ever have the pleasure of meeting. He had an infectious, kind attitude even if you only met him for a short time. Barry says that his late father-in-law always had something interesting to say that made you think and would brighten your day.

The Ashoka Diamond brand is synonymous with some of the most famous gemstones in the world, including but not limited to; The Premier Rose, the 137 carat 'D' flawless pear shaped diamond, the 89 carat Guinea Star, and the 5.11 carat Red Shield- the largest red diamond ever to be graded by the Gemological Institute of America.